New tile for sure. Would you consider extending the tile up to the bottom of the soffit/ceiling above the tub? That would put the top course of tile about in line with the top course of the tile in the shower. New wall color might help too. The walls appear a bit pinkish but that may be from the photo. No experience with bleaching a tub. Would be careful. Can't tell what type material the tub is. Perhaps the manufacturer has advice on how it might be done. Sort of wish the corners of the tub alcove weren't clipped. That would provide a nice place of a piece of sculpture and/or plants. Some greenery usually makes a space more pleasant but providing relief from hard surfaces.

Thanks, yes, they are a pinkish-purple, to match the maroon grout of course!